台灣傳統廣告業於微利時代下的獲利模式分析

劉明祥(Min-hsiang Liu)

指導教授 ： 邱俊榮

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2014年)

摘要

廣告是一門講究藝術及美學的工作，它不僅要結合人文，更要研究消費心理並掌握社會經濟脈動。因此廣告真正是集社會科學與人文科學於一身的行業。創意是廣告的靈魂，但廣告業的獲利除了靠業者的創意之外，如何經營管理組織也是獲利的關鍵。本論文將著重於台灣廣告產業的經營模式進行分析，從經營面來剖析台灣廣告業如何在競爭激烈且市場規模較小的紅海中生存。
不論是平面、電視甚至近年逐漸形成潮流的網路平台「廣告」皆非常的有趣，如何將創意具體化並且找到適合的模特兒、代言人甚至形象物是一門深奧的學問，廣告人不僅要具備獨特的觀點，同時也要俱備非凡的氣質、過人的膽識和敏銳的消費哲學！但「廣告業」的經營模式可非如同廣告一樣充滿趣味，台灣廣告業在薄利的紅海中競爭，如今，台灣本土廣告業僅留下一絲尚存！因此，台灣本土廣告業的發展歷程與未來展望亦是本研究的主題之一。
自台灣開放廣告產業以來，經過了數十年的改變，廣告業如今涵蓋的範圍包括設計公司、創意公司、媒體公司、影片公司、公關公司和活動公司，而就產業經營面而言，最明顯變化指標是「外商化」與「大型化」。其中，外商藉由其在國外領先的獲利與經營模式，對台灣本土業者造成嚴重衝擊。此外，因媒體公司的大型化現象，而導致的市場過度集中與獨占傾向越來越明顯，如今，媒體公司已擁有了主導台灣廣告業的地位。因此，本論文亦會探討在此背景下的台灣本土廣告業的經營模式是如何轉型的。

關鍵字

台灣本土廣告產業 ； 結構－行為－績效模型 ； 個案分析 ； 獲利模式

並列摘要

Basically, advertising is a combination of art and aesthetic which involves not only humanity but the study of masses’ consumer psychology and the fluctuation control of social economy. Consequently, advertising is such a science associated with sociology and humanity. This thesis puts emphasis on the aspect of operation instead of creativity, which is, undeniably, the most interesting part as speaking of advertising. Though creativity is the soul of advertisement, considering that for 30-ish years, I am rather the one who plays the role in the operating than experts in creation and creativity, I prefer not to put stress on what I am not adept in.
Advertising itself is very fascinating. Coming up with a brilliant idea or look for a model or spokesman, advertisers usually take a distinctive point of view. Meanwhile, they should possess distinguished disposition, outstanding courage, and keen observation for the market. On the other hand, the industry of advertising is not so attractive. In order to earn its living, advertisers must compete, compete, and compete and, eventually, there is few to be counted. What’s the main reason which leads to such vicious situation? This is exactly what I would like to approach in this thesis.
After transforming for decades, advertising industry, including design, creativity, media, filming, and public relation, all went through intensive transformation.
The most conspicuous phenomenon are “the approach of foreign corporations” and “the expansion of the industry”. Foreign corporations take their “know how” to occupy Taiwan with irresistible force. Meanwhile, media companies are expanding and tending to converge and dominate the market. As time goes by, media have unconsciously taken a chief role in leading the advertising industry.
This thesis will focus on the operation mode of advertising and the ways to make profits. The main reason why I put emphasis on these two topics is because of the economic depression we are going through lately. What’s more, with the foreign company taking over the market, it’s really hard for the local enterprise to live through. Then, how could we survive? What methods could we adopt to confront such predicament? This is at the hard core of this thesis.

並列關鍵字

Taiwan advertise industry ； SCP model ； Case study ； Profiting model

參考文獻

1. 林靜儀 (2004)，「臺灣地區製造業市場集中度，廣告密集度與利潤率關係之探討」，《台灣管理學刊》，4-2; 203-224。

2. 胡光夏、陳竹梅 (2008)，「近十年來亞太廣告產業的結構與行為分析」，復興崗學報，91; 235-268。

3. 孫秀蕙、陳儀芬 (2009)，「在總督府陰影下：台灣廣告史論述回顧、性別觀點的反思和研究芻議」，《新聞學研究》，98; 295-318。

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